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he name Achille Maramotti might be the first that springs to fashion minds when the Max Mara group is mentioned. However, brands under its umbrella – such as Sportmax, Marella and Marina Rinaldi – might never have existed had it not been for two important and ambitious women in the Italian founder and fashion designer’s life. Maramotti’s mother was a couturier who ran a tailoring and pattern-cutting school in their home city of Reggio Emilia in northern Italy. It was also here that his great-grandmother, a seamstress called Marina Rinaldi, ran and owned an atelier in the 1850s. The Marina Rinaldi label was born in 1980 and was the first to make clothes for women who were a European size 46 (UK size 18) and above, introducing new ways of communicating to an audience that was previously considered ‘plus size’. Its aim was to enhance, flatter and celebrate their voluptuous figures. It refused to scrimp on style, producing – and continuing to produce – clothing that is versatile and contemporary. Sound familiar? This attitude was at the heart of American model Ashley Graham’s career long before she was first asked by Marina Rinaldi to appear in its spring 2017 campaign. “In the past, curvy silhouettes were mostly associated with a certain age,” says Lynne Webber, managing director of Marina Rinaldi, “but now we are surrounded by curvy young women and girls who are passionate about fashion, want to follow current fashion trends and are proud of their bodies. “This has led us to widen our ranges, adding younger lines and capsule collections in order to reach this new target of consumers.” The synergy between the label and Graham has been so successful that they have collaborated to produce the capsule Denim Collection, developed using new denim jersey and super stretch denim materials. The range includes jeans, jackets, tops and skirts in a spectrum of blues, from classic indigo to washed-out pale, plus staple black and white pieces. Graham has added her own touch as well: her
Marina Rinaldi’s aim is to celebrate voluptuous figures
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autograph is printed on the buttons and leather waistband labels. While Marina Rinaldi and Graham have both raised awareness, started conversations about the lack of diversity in fashion and motivated change, perhaps the real breakthrough will be when people cease to refer to ‘plus-size’ and instead it becomes a new norm. The motto that supports Graham’s partnership with the brand states that ‘women are the future’. It’s an inspiring statement for all women, regardless of size, but we’ve only got to where we are now thanks to those in the past – like Maramotti’s mother and his greatgrandmother Marina Rinaldi.
Marina Rinaldi invites you to celebrate a unique evening of fashion and accessories centred around the new capsule Denim Collection, created in collaboration with American model Ashley Graham. Explore the finest luxury Italian fabrics in store, as well as a fashion show, champagne, canapés, gift bags and a tombola. 6.30-8.30pm, 6 March, Marina Rinaldi, 5 Albemarle Street, W1S To attend, email: marinarinaldi@runwildgroup.co.uk
marinarinaldi.com
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